Whoa... I just can't believe they've done this. It's a big middle finger to their customers who have paid for this software. I expect this behavior from "free"

Whoa... I just can't believe they've done this. It's a big middle finger to their customers who have paid for this software. I expect this behavior from "free" youtube etc hosting. Not from software I paid for. I love Plex as it "just works" for those of us who host our own media libraries. But this move just feels like a shot across the bow to their paying user base. I can't make sense of the move? Is this the beginning of the end for Plex? How will I know when it's time to abandon ship? And, as a paying user, who can I complain to?